Elida Faberge has switched its pounds 390,000 Sure Deodorant
account from Burson-Marsteller to Freud Communications as part of a
drive to give the brand a more radical image.
Since dropping the Gibbs name to become Elida Faberge in January 1996,
the company has attempted to give its brands a more upmarket feel. It
has made extensive use of PR and event marketing in an attempt to
achieve this for other deodorant brands such as Impulse and Lynx.
Freud Communications will support the recent reworking of Sure ads by
Elida’s ad agency Ammirati Puris Lintas which saw the brand turning away
from the ’tick on the back’ commercials toward a modernised version of
the classic ’Sure test’, showing a woman undergoing a lie detector
test.
Sure is the UK’s second largest deodorant brand with 16.8 per cent of
the market by value in 1995 (Datamonitor). Freud also works on Elida’s
leading deodorant brand Lynx, which had a 19.3 per cent share of the
market by value in 1995.
